Why Do Videos Go Viral? Lessons From 500+ Failures and 18M+ Views recently

I joined Instagram in late 2014 "under duress". I was so obsessed with the then Twitter that I didn't see the point of this strange photo platform. I am a logophile. Words are my love language. So yes, I was late to the Instagram party.

But the irony is that these days, that's where you're most likely to find me.

At first, it was all photos, captions, and trying to figure out how this new platform fit into my life. A few years later, I dipped my toes into video, i.e. shaky and might I say, crappy experiments that felt more like guesswork than strategy.

For years, nothing really took off. I posted videos that barely scraped views, some that got polite engagement, and plenty that fell completely flat. Honestly, I had no idea what I was doing wrong.

Then in 2023, I had my first viral video.

That one hit changed everything. It showed me that going viral was possible for me - and not just once. Got another one shortly after. Since then, I’ve had a few more viral moments, both on my own account and on other accounts I’ve worked with.

I’ve learnt the hard way over the past two years: going viral isn’t luck, it’s design.

From the outside, it looks random—like the algorithm just woke up in a good mood. But once you’ve posted enough wins and flops (I’ve had more of the latter, trust me), you start to see patterns emerge.

I credit my neurodivergent brain for being a natural pattern-spotter… but honestly, my real partners in crime have been my mentors: AI chatbots. Yes, my most loyal friends have wires, not feelings.

Earlier this year, I decided to reverse-engineer the entire process of virality, digging into why some of my videos soared while others quietly died in the feed. I turned it into a system, and for the past couple of months, I’ve been testing it out on new videos.

PS: Two more went viral this year. One of them, my biggest yet EVER — and also the simplest. (Spoiler: it was a meme. Apparently, I’m being typecast as the meme girl. Honestly? I’ll take it. Memes are my new love language.) I also have a theory about why they’re so powerful… but that’s a story for another day.

So, here we are: 2025, 18M+ views, dozens of mediocre “meh” videos, and a whole lot of experimenting later. This post is my attempt to break it all down. Everything I've learnt. The answer to the million-dollar question: why do videos go viral? - so you don’t have to spend years stumbling like I did.

But here's the disclaimer: going viral is not the ultimate goal. In fact, virality can sometimes bring you the wrong audience - people who aren’t really your community or who don’t care about your niche. But when done right, viral videos can still be powerful: they push new eyeballs to your work, accelerate growth, and help the right people discover you faster.

That’s why I focus less on chasing “viral at all costs” and more on understanding the repeatable elements that give your videos the best shot at spreading.

Let's get started!

The Myth of Viral Videos

Most people think videos go viral because of luck, the algorithm, or just being in the right place at the right time. That’s the story we like to tell ourselves when someone blows up overnight.

But after years of testing, failing, and finally breaking through, I’ve learned this: the algorithm isn’t your enemy or your saviour. It’s just a mirror of audience behaviour.

If people stop scrolling, watch, engage, and share, the algorithm will push your video further. If they don’t, it won’t.

Virality isn’t random. It’s a reaction.

The videos that spread are the ones that trigger something in people — curiosity, laughter, inspiration, shock, recognition, or even frustration. The algorithm just amplifies what the audience already responds to.

This is why chasing the algorithm is a losing game. If you only focus on hacks or trends, you’ll burn out and attract an audience that doesn’t really care about you. But if you focus on creating content that resonates on a human level, you give your videos the best chance to spread organically.

What I Learnt From Going Viral (and Failing 500+ Times)

So, why do videos go viral? After years of experiments, endless failed attempts, and a handful of breakthroughs, I’ve noticed there are a few repeatable elements that make all the difference.

When one of my first videos finally went viral in 2023, it wasn’t just luck. It ticked certain boxes I didn’t even realise I was following at the time.

Looking back now, the same elements show up in every viral video I’ve had since — on my own account and on client accounts.

Here’s what I learnt:

1. It starts with the hook.

   You have seconds (sometimes even less) to stop the scroll. The opening shot or line has to grab attention instantly.

   
   

   Example: One of my podcast's episode clips took off because I opened with a bold statement in the first seconds. People didn’t scroll past. They wanted the answer.

   
   

2. Emotion drives action.

   People share what they feel. Whether it’s laughter, shock, inspiration, or even frustration, emotion is the fuel that carries your video beyond your immediate audience.

   
   

   Example: One of the viral memes I have posted was a funny clip that made people laugh, but it was also a representation of dating failures and being asked about them. A bittersweet self-deprecation joke.

   
   

3. Relatability keeps people watching.

   If viewers see themselves in your story, your struggle, or your humour, they’ll stick around. Virality thrives on the “that’s so me” or "that's someone I damn-well know" moment.

   
   

   Example: Two of my most viral reels are memes (which everyone can relate to), and they are about dating problems, something also everyone can relate to, regardless of my account's niche.

   
   

4. Share-value extends reach.

   The most viral videos aren’t just watched - they’re passed on. They are sent via DMs or shared on stories. Ever better, they are reposted. So if your video makes people look clever, funny, or insightful when they share it, they will.

   
   

   PS: If it hits two or more of those, that's one of the HUGE levers of virality.

   
   

5. Curiosity creates retention.

   Tease just enough information to keep people watching till the end. A question, a gap, or an unexpected twist can keep viewers hooked.

   
   

   Example: One podcast reel that we did thanks cohost's genius, went viral because people were curious about the fact that one of us had a fake belly, even if it began with both of us showing our "bellies".

   
   

6. Cultural momentum matters.

   Tapping into trends, conversations, or moments people are already talking about can give your content a lift - but only when it connects authentically to your message.

   
   

   So jumping on trends is not always a cliché or bad thing.

   
   

These are the hidden levers behind every viral video I have heard since 2023. Once I recognised them, it stopped feeling like guesswork.

Instead of asking if a video might go viral, I could see why it stood a chance.

How to Design for Virality (Instead of Hoping for Luck)

If you’ve ever asked yourself, “why do videos go viral while mine don’t?”, the answer usually lies in how intentionally they were designed. Viral videos aren’t accidents — they’re built with certain elements in mind.

Here’s how you can design for virality without falling into the trap of overthinking every detail:

Lead with clarity.

Your message should be obvious from the very first second. When someone stumbles on your video mid-scroll, they should instantly know what they’ll gain by sticking around. Remember, text registers faster for the human brain than audio does. PS: Adding captions/subtitles makes it watchable without sound.

Keep it snackable.

The shorter and sharper your video, the more likely people are to finish it and share it. Respect the scroll — cut the fluff, go straight to the point, and make every second count.

Script the scroll-stopper.

The first three seconds are everything. If you don’t grab attention immediately, the video won’t get watched — let alone shared. Think of this as your “headline moment” in video form.

Layer emotion deliberately.

Virality doesn’t happen because a video is merely “useful.” It happens because people feel something — surprise, laughter, recognition, or even frustration. Decide in advance the emotion you want to spark.

Think beyond the view.

Chasing views is a trap. The real win is pulling in the right audience — people who resonate with your message and want to engage with you. Virality without alignment just gives you noise, not community.

End with momentum.

Don’t let the video just fade out. Always leave viewers with a next step — whether that’s a question to answer in the comments, a reason to share, or a thought that lingers after the video ends.

When you design with these levers in mind, you stop relying on luck. Instead of hoping the algorithm blesses you, you’re creating videos that give people a reason to watch, react, and pass them on.

Practical Tips to Boost Your Chances of Going Viral

While there’s no magic formula, there are consistent patterns behind videos that take off. If you want to increase your odds, here are some practical steps to focus on:

1. Post consistently: Virality often comes after repetition, not a one-off hit. Treat each video like another lottery ticket, but one you’re learning from with every post.

2. Use trending sounds wisely: Jumping on audio trends can give your video an instant boost — but only if it makes sense for your brand. Don’t force it. A relevant twist on a trend usually outperforms a copycat version.

3. Prioritise shareability: Ask yourself: Would someone want to send this to a friend? If the answer is yes, you’re on the right track. Shareable content tends to be funny, relatable, emotional, or unexpectedly useful.

4. Optimise for watch time: The algorithm loves videos people watch until the end. Keep it tight, hook fast, and make your payoff worth waiting for.

5. Engage with your audience: Virality doesn’t stop when you hit “post.” Reply to comments, start conversations, and let the algorithm see your content is sparking activity.

6. Test, tweak, repeat: Every viral creator has a trail of experiments behind them. Notice which of your posts performs best, then refine your approach instead of reinventing the wheel each time.

The goal isn’t just to go viral on Instagram Reels once. It’s to understand what made it work so you can repeat the process and attract the right kind of audience consistently.

Why Virality Shouldn’t Be Your Only Goal

It’s tempting to treat virality as the ultimate win. I get it — watching your notifications blow up feels like rocket fuel. But here’s the truth: a viral video that attracts the wrong audience can do more harm than good.

I’ve had reels take off that brought in thousands of new views, but the followers they attracted weren’t the ones I actually wanted to reach. They didn’t engage with my future posts, and the temporary spike in attention didn’t translate into long-term growth.

That’s why your goal should be bigger than just how to go viral on Instagram Reels. The real power lies in using virality as a stepping stone:

• To draw attention to your expertise.

• To reach the people who actually care about your message.

• To build momentum for the content you’ll create tomorrow.

  
  

Think of virality as fuel, not the destination. The destination is an engaged, loyal audience who shows up for you, whether your next video hits 200 views or 200,000.

The Shortcut (Your Viral Video Creation System)

After years of trial, error, and overthinking, I realised I didn’t need to reinvent the wheel every time I made a video. I just needed a system that aligned with the six levers of virality — clarity, brevity, scroll-stopping intros, emotion, audience fit, and momentum.

That’s exactly why I created the Quick Start Pack. Instead of learning the hard way (hundreds of failures, scattered ideas, wasted hours), you get a plug-and-play shortcut

• 17 Ready-to-Use Prompts → Built to give you instant clarity and scroll-stopping intros.

• 1 Easy-to-Use Video Content Planner → Helps you stay consistent and keep content snackable, not overwhelming.

• Viral Checklist → A simple framework to layer emotion, check audience fit, and end with momentum every time.

  
  

It’s not about guessing what might work — it’s about using a proven system designed to help you post smarter, faster, and with confidence.

Conclusion

Going viral isn’t reserved for “lucky” creators or those with fancy equipment. Anyone can learn the mechanics of how to go viral on Instagram Reels - and more importantly, anyone can use them to build a real, engaged audience.

The shortcut is right here. Grab your Quick Start Pack today and start creating videos that are designed for visibility, credibility, and growth - without the endless overthinking.